community Archives - Book Depot Blog

The “give back” movement has been experiencing a groundswell of support over the last several years and does not see any signs of experiencing a drop-off in the near future, especially with the tumultuous political and social climate we are all experiencing. This philosophy is lived daily at Book Depot in all that we do, whether it is partnering with nonprofits to help them procure books for fundraisers or donating books for literacy drives. We feel this is a core value that permeates our organization from ownership all the way through the entire team. You may certainly be thinking to yourself, “why should I be giving back?” or “I do not have the financial resources to give.” It is a completely understandable reaction. However, we have come up with a list of possible ways to give back in your community that could perhaps jump-start your own initiative.

Book drives

For minimal cost, you can place a box in your store earmarked for your customers to donate their slightly used books. Then either on a regularly scheduled date, or simply as the box fills, you can deliver them to a local school, shelter, or other charity (a coin donation box at the checkout also does the trick).

Your gift of time

Your time is certainly of value. If you and your team can set aside a day—or even an afternoon—to provide meals, do a charity walk, or adopt a section of highway, you will be making a difference. It is also an awesome team bonding experience!

Sales percentages

Set aside a designated day to provide a portion of your proceeds to a local charity. One suggestion would be on “Giving Tuesday.” This year it will occur on November 27 and has become as ingrained in the public conscientiousness as Black Friday and Cyber Monday. It does not have to be a large portion; even 5% would go a long way in making a difference.

Offer your space

Provide a space in your store for a nonprofit to utilize as meeting space. It could be at a traditionally slow time or during off-hours, so it does not negatively impact your operation. Who knows, someone in attendance could buy a book…

Benefits

As people, we give mostly for selfish reasons—because it feels good. It nurtures our souls and gives us a sense of pride that we made a difference in the lives of the less fortunate. As a business, benefits stretch far beyond that and include (but are not limited to):

Ignites your customer base. 85 percent of customers prefer businesses and brands that support a charity they care about, translating to higher traffic and sales revenue in your store.¹
Charitable donations are tax deductible if you are supporting an IRS/CRA approved nonprofit organization.
Increased visibility by free marketing and publicity. Oftentimes charities are exceptional with getting the message out. Whether it is with the local media or on their social media pages, they will promote your organization for the assistance you provided. (Side note: do not forget to reciprocate the favor by promoting them on your own social media channels.)
Employee relations. People love working for organizations that are not just out for themselves or to only turn a profit. Those businesses that care about their town and their neighbors will have a happier team and be more attractive to prospective employees in the future.
Strengthens your market reach. A more literate community means a larger customer base. An example of this would be how providing books for schools ignite a child’s love of reading, turning them into readers who are looking to expand their own book collection.
Create customer loyalty. 90 percent of customers say they would be more loyal to a brand that gives to a local cause that resonates with them.²

Get started

Lastly, you may be thinking, “where would I even start”? There are thousands of deserving charities and nonprofits that could easily resonate and are well-deserving. We suggest three starting points. First, start locally. No better place to make a difference than in your own backyard. Second, start small and build upon your success step-by-step. You will look back in a few years and be amazed at what you were able to do in a relatively short amount of time. Lastly, we suggest you “take a backseat” on this one. It is certainly easier said than done when we are used to leading every aspect of our businesses, but on this topic, let your team decide democratically who will be the benefactor of your resources. Your group experience will have a much higher chance of success if everyone buys into the philosophy of giving back.

Good luck and please let us know how your group made a difference. We would love to celebrate your successes on our social channels!

Greg Sizelove

Business Development Director

Book Depot

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¹ Heitzman, Adam. 2016. Why Giving Back Should Be Part of Your Marketing Strategy. May 10. Accessed August 8, 2018. https://www.inc.com/adam-heitzman/why-giving-back-should-be-part-of-your-marketing-strategy.html.

² Tabaka, Marla. 2015. Why It’s Crucial for Your Company to Give Back. January 26. Accessed August 8, 2018. https://www.inc.com/marla-tabaka/7-reasons-to-become-a-philanthropist-now.html.

Photo courtesy of Bernie’s Book Bank.

As a stand-alone store, it can be hard to shine in the community the same way a well-known corporate chain store does. In our case, we have to be a great deal more creative when it comes to forming a customer following and making a mark in the community, especially in areas that are growing so rapidly in business and culture. When the odds are against you and your brick-and-mortar store and it seems like other businesses are advancing without you, here are some tips for staying involved and keeping your community interested:

Step Outside of Your Comfort Zone

A fantastic way to get involved in your community is to open your arms and welcome people in by hosting a creative and exciting event. It may be something completely new to you, possibly an intimidating idea, but event coordination is an excellent way to reach out. Trying something new and hosting an event (of any kind) makes your location known to those who may have never heard of you, and it offers an ideal destination for family activities. Creating environments in which customers are encouraged to participate, have fun, and get to know your employees will inevitably lead to good reviews and good relationships. People will associate your location with happy memories and subsequently will want to share those good vibes with friends and family. We often get lost in the cold, hard side of business and forget that the most important factor is the community you form with your customers (because where would we be without them?). The warm and genuine human relationships are what make it possible to build a friendly and loyal base of customers, and hosting fun events is an excellent way to initiate these kinds of bonds and stay active in the community.

Band Together

Another way to remain current in the community is to get to know your fellow comrades in business and join forces to create an even larger web of customers. Rather than pitting yourself against the small business down the road, why not offer a friendly hello, get to know their story, and work together to bring business through both doors? In our growing society of online shopping, brick-and-mortar stores need to link arms and march bravely into the future by sharing their knowledge and offering a helping hand to a fellow neighbor. Putting your heads together to create joint marketing ventures (such as offering discounts if customers shop at both locations) is an excellent way to get involved and also to show your customers you are dedicated to the growth of the community.

Lend a Helping Hand

Perhaps one of the most essential ways to get involved in your community is to reach out in whatever way you can to those in need. A charitable donation can go a very long way with regard to relationships formed and the reputation of your business. It is important to be kind but cautious when choosing who/where to donate to. Obviously you can’t donate to everyone, but sometimes a small discount or a literal helping hand with a project can go much farther than anything of monetary value. Donating your time and your efforts can be just as worthy to someone as free product or a big cheque, and it also lends itself easier to that warm and genuine human connection that will help your business succeed in the long run.

Ultimately, it is your human nature that will aid you and your business in getting involved in the community around you. There is a lot of give and take in business, and the more you dedicate to your customers, neighbors, and those in need, the more you will receive back in spades in the form of customers, marketing, recommendations, and lasting relationships. So be loud, proud, and stand out in the crowd! Your success, as well as that of your brick-and-mortar store and your community of followers, is worth the effort!

Samara Bissonnette

Book Outlet

Retail Store Manager

Tag: community

Why It Is Important for Your Business to Give Back